Dag van Marketing en Communicatie Google AdWords: Opportuniteit voor uw bedrijf!?. Powered by. Bart De Witte, Zaakvoerder, De Witte Julien Blanchez, Country Marketing Manager, Google Belgium Kristel Verhasselt, Industry Manager, Google Belgium. The Benelux online market.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Opportuniteit voor uw bedrijf!?
What makes it an opportunity ?
E-readiness ranking Evolution
Source : IBM, E-readinness report 2008
Ranking of European countries by % companies with available online features:
Source : Eurostat, 2008
Proportion of advertizing coming from local country
Source : Google internal data
Source : Metena - VKW
Selection: Bought at least 1 product of the respective category in the last 12 months
Base: Internet user in Belgium, 15+ (n=2.014)
Source: TNS Infratest, Fieldwork 05. – 23.06.2008
How to capture the opportunity out of it ?
Users search for information here
Users get results here – matched with relevant ads
Tip: Google “search engine optimization starter guide”
Google doesn’t accept payment for inclusion in organic search results or for improving site rank
…of the web is new each week, when Google updatesthe index
New improvements to the algorithm every year
Billions of pages added every year
That’s great, so what about the ads? leverage
Top sponsored ads: Up to 3 listings
Side sponsored ads: Up to 8 listings
What terms should a leveragecar insurance providertarget?
cheap Geico car insurance
car insurance great rate
Broader/genericEnter Google: Keyword Advertising
Willingness to pay
Ad rank… which denotes ad position
Max CPC is the highest $ amount an advertiser is willing to pay for one click on their adA Closer Look at the Ad Auction
Ad Position is determined by...
RegionRegional and Local Targeting: Sharpen Your Focus
*Marketer is responsible for translating ads into selected languages.
CampaignAnatomy of a Campaign: The Consumer’s Quest
Ad Group: leverageTennis ShoesControl Who Receives What Message and When
For example, “tennis shoes”…
Keywords: tennis shoes tennis footwear shoes for tennis tennis shoes on sale tennis shoe adidas shoes nike tennis shoes
Creative Controls:What message do they see?
Audience Controls:Who sees which ad?
Keyword List Creation
Relevant Landing Page
2 “Add To Basket” buttons
24 different possible page combinations!
Luxury Rose Bouquet
Compare potential between regions